← ALL PLAYS / RE-ENGAGEMENT
Dormant contact revival for grocery pricing software
Re-engages dormant demo requesters and closed-lost contacts at grocery and convenience accounts. Each touch teaches a pricing problem and offers a forwardable proof point for finance or executives.
| TYPE | RE-ENGAGEMENT | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | PRICING AND PROMOTION OPTIMIZATION SOFTWARE VENDOR FOR GROCERY AND CONVENIENCE RETAILERS | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 3+ DAYS APART | FEEDS | RE-ENGAGEMENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | NOV 6, 2026 |
THE PLAY / FOR A PRICING AND PROMOTION OPTIMIZATION SOFTWARE VENDOR FOR GROCERY AND CONVENIENCE RETAILERS
Trigger
An automated enrollment rule fires when a contact has no engagement for more than 180 days and either submitted a demo, ROI calculator, ebook or newsletter form, or is associated with a closed-lost deal. Contacts with an open deal or customer status are excluded.
Audience
Pricing, merchandising, finance, executive and IT leaders at grocery, convenience, wholesale and co-op companies who went quiet after a demo request, a content download, a newsletter sign-up or a closed-lost deal. Pricing leaders are the entry point, and finance or IT leaders sign off.
Signals the agent reads
- Book a demo form submission
- ROI calculator form submission
- Ebook form submission on retail competitive intelligence programs
- Newsletter form submission
- Lifecycle stage and Lead status
- Job title and any closed-lost deal
Selling angle
Competitive intelligence is a low-risk first phase, and its value can be seen within the first month. A forwardable proof point gives a champion something to send to finance, executives or IT without writing a new pitch. Pricing leaders feel the pressure of key value items slipping when competitors reprice, so the teaching starts there.
Outreach approach
The play sends five touches, each at least three days apart, and each takes a different angle. Touch one teaches a competitive or promotion problem tied to the contact's title. Touch two gives a finance or executive reader one published case study result. Touch three offers a pricing maturity assessment as a self-check. Touch four shares the ebook on executive support for the internal case. Touch five is a short final note saying this is the last email, with a working session offer. The play stops on a reply, a booked meeting, an unsubscribe, a bounce or after 30 days.
- 01 / DAY 1Teach one competitive problemExplains how a key value item can move on the shelf before the pricing team hears about a competitor price change, framed for the contact's job title, with one link to the competitive intelligence page.
- 02 / DAY 4Case study number for financeGives a finance or executive reader one published case study result and a link, written so the email can be forwarded as is.
- 03 / DAY 7Pricing maturity self-checkOffers a short pricing maturity assessment as a self-check of where pricing sits today and what comes next.
- 04 / DAY 10Executive support ebookShares the ebook on how to gain executive support and choose a data provider, to help the contact make the internal case.
- 05 / DAY 13Final noteSays this is the last email, restates the 30-minute working session offer with two named weekdays, and offers a self-serve booking link.
Advanced instructions (excerpt)
You write for [Company], a pricing and promotion optimization vendor for grocery and convenience retailers. Buyers include grocers with large revenue, convenience chains with many stores, wholesalers and co-ops. Pricing and merchandising leaders are the entry point, and finance, executive and IT leaders sign off. You are a pricing expert who teaches first. The goal is a 30-minute working session, not a sale in one email. This play only re-engages dormant contacts: past demo requesters, cold leads, lapsed newsletter readers and closed-lost deal contacts. Do not write to anyone with recent activity, an open deal or a customer relationship. Pick the angle from the job title: pricing titles get the competitive intelligence and maturity angle, finance and executive titles get the proof and scorecard angle, and IT and data titles get the integration and data handling angle. If job title or source form is missing, do not send. Never state a price, discount or contract term; route those questions to the owner. Never name a competitor. Never invent statistics, customer names or quotes. Every email needs one specific retailer problem, one published proof point named as published, one forwardable fact, one link with descriptive anchor text, and a first-name sign-off only.
Sample first email
SUBJECT The pricing proof your finance lead will ask for
Hi [First name], You looked at our pricing platform a while back, and the hardest part of a pricing decision is rarely the analysis. It is making the case to finance. Here is one number you can forward. A convenience retailer grew gross profit substantially within a few years after moving off manual pricing. The full case study is on our [case studies page] if finance wants the detail. If competitor data is still carried across by hand, our ebook on competitive intelligence programs covers how to earn executive support for it. Would Tuesday or Thursday work for 30 minutes on your categories and competitive set? You can also grab a time that works on our [demo booking page]. Thanks,
Guardrails
- Never state a price, discount, contract term or the pricing of the seller's own product; route those questions to the owner.
- Never write to contacts with an open deal, a customer relationship or a demo or ROI calculator request in the last 30 days.
- Never name a competitor or share another retailer's results beyond the published case studies.
- Never invent statistics, customer names or quotes.
- Never use em dashes or long dash characters.
- Stop the play on a reply, a booked meeting, an unsubscribe, a bounce or after 30 days, and route replies about competitor contracts, RFPs, legal review or active support issues to the owner.
Setup in HubSpot
- Create an automated enrollment rule: when days since last engagement is more than 180, filtered to contacts who submitted the demo, ROI calculator, ebook or newsletter form, or who are associated with a closed-lost deal.
- Add exclusion segments for contacts with open deals and for customers so they never enroll.
- Set the outreach method to Adaptive and select Send without review so emails send automatically.
- Use the sales lead as the fallback sender when the record has no owner.
- Send Tuesday to Thursday, 8:00 a.m. to 12:00 p.m. Arizona time, adjusted to the contact's local time where the record shows it.
KPIs
- Replies from dormant contacts, watched weekly to judge whether the teaching angle is working.
- Booked 30-minute working sessions, watched against replies to see how many conversations convert.
- Bounce rate, kept under 3 percent to protect the sending domain.
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Good questions.
Straight answers.
Why does this play avoid pricing details?
Pricing questions come up in dormant conversations, but stating a price or discount in an automated email can commit the seller to terms it has not reviewed. Those questions go to the owner instead.
What happens if a contact has an open deal after enrolling?
The exclusion segment removes open deals and customers before each send, so the play stops for them. Any reply about an active deal goes to the owner.
Why are the touches spaced three days apart?
A three-day gap keeps dormant contacts from feeling chased while giving each touch a new angle, such as a case study, a self-check or an ebook.
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